The Role of Luxury Consumption Motivations in Luxury Brand Communication: An Abstract

Abstract

Previous research on luxury (Hansen and Wänke 2011) focused on the role the type of language luxury brands might use to deliver their messages demonstrating that abstract descriptions of luxury products make them be perceived by consumers as more luxurious than concrete descriptions. Despite its relevance, however, this insight does not take into account an important distinction between possible approaches to luxury consumers might have, that is whether luxury consumption is more socially- versus self-oriented (Vigneron and Johnson 1999). We argue that the role of language in luxury communication cannot be fully understood if one does not investigate the differential effect of abstract versus concrete language on attitudinal and behavior responses of consumers characterized by different approaches to luxury consumption. Therefore, we propose that the general effect of language abstractness on consumers’ perceptions might be shaped by consumers’ motivation toward luxury consumption. In this respect, we rely on the distinction between consumers with an internalized versus those with an externalized approach to luxury (Amatulli and Guido 2012). Internalized approach to luxury implies that consumers mainly buy luxury items to satisfy their personal style and tastes, while externalized approach to luxury implies that consumers mainly buy luxury items to show others their status. Moreover, different than Hansen and Wänke’s (2011) work, we examine such marketing consequences of language abstractness as brand attitude and consumers’ willingness to buy (WTB). Our results offer interesting suggestions to luxury managers. Our three experiments demonstrate that the effectiveness of luxury brand communication depends not only on the type on language used but also on the type of luxury consumption approach (internalized vs. externalized). In particular, the type on language used in luxury communication should be consistent with the product logo strategy decided by product/merchandising managers. Moreover, luxury managers should preliminary segment consumers on the basis of their level of conspicuous consumption orientation in order to develop more consistent and effective communication messages.